How to capture lead source in HubSpot Forms

How to capture lead source in HubSpot Forms

Are you gathering leads through HubSpot Forms but finding it challenging to source where they’re originating from? As the owner of an SEO agency, It’s crucial that my clients understand whether their leads originate from our SEO strategies or PPC campaigns, among others.

This manual is crafted to guide you on how to trace the origins of your leads in HubSpot Forms, including sources like Organic Search, Paid Social, Email Marketing, Referrals, and beyond, situated alongside your lead data.

Let’s explore the specifics.

How to track the source of lead in HubSpot Forms

1. How LeadSources collects the lead source data

As visitors browse your website, the browser records specifics of their visit in a cookie: the source website, the initial page they landed on, the search terms they entered, and more.

LeadSources gathers this data, arranges it, and embeds it into your form as hidden fields.

When visitors submit a form on HubSpot, they fill out the visible sections with their details (such as name, email, etc.). Simultaneously, smoothly incorporates information about the lead’s origin into your HubSpot Forms as hidden fields (including channel, source, etc.).

After the form is submitted, this information about the lead’s origin is sent along with their answers into HubSpot Forms’ submission logs. This allows you to access the source of the lead, along with their name, email, and other details, all within a single HubSpot Forms record.

2. How LeadSources passes the lead source data into HubSpot Forms

Start by signing up at and adding the supplied script to your website – the process is straightforward. For detailed guidance on how to install the script, you can refer to their comprehensive guide.

The next step is to incorporate hidden fields into your HubSpot Forms. We’ve prepared a tutorial to help you seamlessly add these fields.

Now, every time a visitor submits a form on your website, LeadSources works its magic! It automatically gathers the following lead source details within the established hidden fields:

  • Channel
  • Source
  • Campaign
  • Term
  • Content
  • Landing page
  • Landing page subfolder

When the form is submitted, the lead source data is sent directly to HubSpot Forms. You’ll find this information within the submissions database, conveniently displayed along with the lead’s contact details (name, email, etc.).

With this system in place, you’ll gain valuable insights into where each lead originates.

How to analyze the lead source data

What data is tracked in HubSpot Forms?

As previously discussed in this guide, understanding the origin of your leads comprises more than simply recognizing their initial point of entry; it involves capturing a range of information related to that source.

LeadSources has the ability to track 7 types of data for each lead, detailed as follows:

Lead source dataDefinition
ChannelDetail the particular element of your advertisement that was engaged with by the viewer.
SourceThis represents the particular source or platform directing visitors to you. For instance, within “Organic Social,” sources might be Facebook, Instagram, etc.
CampaignIdentifies the specific marketing initiative. For example, if you’re managing multiple campaigns through Google Ads, this allows you to spot the precise campaign generating your leads.
TermThe specific keyword a campaign targets. For instance, in a Google Ads effort titled “Search campaign corporate lawyers,” LeadSources Separates your leads based on the targeted keyword, such as “Corporate lawyer in New York,” “Corporate lawyer in Miami,” etc.
ContentDetails the particular element of your advertisement that was engaged with by the viewer.
Landing PageIndicates the URL of the landing page on which the lead initially arrived. For example:
Landing Page SubfolderDistinguishes the subfolder of the landing page URL, aiding in further segmentation. For example, if a visitor lands on, “services” is the subfolder that is tracked.

How to create performance reports?

Leads source reports

Achieve a deeper understanding of your lead origins through comprehensive lead analysis reports.

Leads by channel report

Firstly, organize your leads by Channel to determine which channels excel in lead generation.

Then, identify the individual channel, like Paid Search (also referred to as Google Ads), and break down your Google Ads leads by campaign to differentiate which campaign is the most significant contributor to your pool of leads.

Lastly, to thoroughly evaluate the success of a specific campaign, extend your analysis to include reports such as “Total leads by keyword” and “Total leads by ad”.

Leads by keyword report

Sales source reports

Now you’re aware of which ad and keywords are driving the majority of your leads. Yet, does this signify a beneficial impact on your revenue?

When you integrate your HubSpot Forms data with a CRM platform, it becomes possible to generate reports analyzing the sales impact of these leads. GoHighLevel stands out as a notably effective and budget-friendly CRM solution.

Imagine the following example:

ChannelsSearch PaidSocial Paid
Average order value$150$100

After initiating ad campaigns on Google and Facebook, your initial “Leads by Channel” assessment indicated that Paid Social ads were outperforming Paid Search in terms of lead generation.

However, a deeper analysis a few weeks into the campaigns, focusing on which leads converted into sales, revealed that Paid Search was more profitable, generating more revenue from fewer leads than Paid Social. This insight prompts a strategic shift to allocate more budget toward Paid Search efforts.

Start tracking the source of your leads for free

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